Hospitality Concepts & Solutions

 

[ ey-tip-i-kuh l ] - adjective - different from all others of the same type

If you’re looking for a traditional hotel consultant, that’s not us.

 

We are a global collective of future thinking experts with an unmatched knowledge of food, beverage, travel and guest experience. We challenge convention and see beyond trends to create timeless brands and experiences that are grounded in culture and the world’s finest hospitality. From concept to execution, we are not your average hospitality consultants.

We are Atypical.

 
 

As leaders in the hospitality space, we bring with us a collective 45+ years experience in venue consultancy, operations, marketing and events. We live and breathe what we do. Using industry insights, and a deep understanding of consumer behaviour that shapes all we do, we work with venue owners, operators and developers to identify the opportunity that will stand out from the rest. From there, we concept, create, elevate and breathe new life into enduring brands that resonate with guests today, and in the future.

Many consultants come and go, we stay with you from concept, through execution and beyond.

What We Do.

Every project begins with a story.

 

The best answer is never someone else’s answer. We pride ourselves in having no preconceived ideas and no pre-packaged solutions so that everything we do is authentic and bespoke to your needs. Through close and ongoing consultation, we work with you to get to the heart of your “why”, so that we can then come up with the solutions. We are only interested in the best in class, and leave nothing unturned, ensuring authenticity, feasibility and integrity at every turn. A brand is only as good as its community, and so at the heart of everything we do is genuine hospitality. We centre our work around the guest experience - but with the insights and numbers behind us to ensure we’re driving growth into your business from day one.

Our services at a glance.

There is no project too big or small for Atypical, and our expertise can support many facets of your business. Early on we’ll work with you to identify our scope of works which will include a tailored mix of the following.

 

Concept Development.

  • Brand discovery session & strategy

  • Market Analysis & Feasibility

  • Naming & Identity

  • Tone of voice & Brand Pillars

  • Industry Insights

  • Audience segmentation

Master Planning.

  • Hospitality, Kitchen & Bar Design

  • Internal space zoning / blocking of

    venues & services requirement

  • Draft plans including capacities and

    key services locations and compliance

  • Functional Design Brief

  • Design Development & Review

  • Construction Attendance

Food & Beverage.

  • Concept creation

  • Food direction and sample menu items

  • Beverage direction and sample menus

  • Recruitment & Training

  • Sequence of service

  • OS&E selection (table top & kitchen)

Execution and Operations.

  • Operational Implementation &

    Management

  • Project Management

  • Third Party supplier sourcing and management

  • Budgeting & costing

  • Guest Experience Design

  • Operational Readiness

  • Training & Toolkits

Placemaking & Wayfinding.

  • Stakeholder & community management

  • Environmental Design

  • Signage

  • Installations

  • Art Curation

  • Strategic partnerships

Amplification.

  • PR & Marketing Strategy

  • Campaign development

  • Launch

  • Events

  • Ongoing consultancy and training

Our Team.

ATYPICAL works with leading specialists in their respective fields. Every project is different and we hand select a bespoke team from a broader network of proven talent to deliver the best solution to your brief, whether that be leading chefs and sommeliers, interior designers, brand strategists and design creatives to ensure we have the right ingredients for a seamless implementation from start to finish.

  • Cameron Northway.

    Founder & Managing Director

    Cam Northway is the Founder of Sweet&Chilli with locations in Australia, New Zealand and LA, along with cocktail delivery service Cocktail Porter and cofounder of Bondi restaurant and bar Rocker. For the past twenty years, Cam has immersed himself in the world of hospitality and found a niche to make his own, helping bring to life the vision of high end restaurants, bars, hotels and drinks brands around the world. He has worked alongside major global brands to deliver exceptional results becoming an integral part of their business. A deft hand at staying ahead of the market, ATYPICAL was created out of Cam’s desire to help create and transform leading hospitality destinations across Australia.

  • Alison Hulm.

    Director

    With 30 years of experience leading luxury and lifestyle hotels, Michelin-star restaurants and bars around the world, Alison brings with her an unbeatable passion, and understanding of the industry to what she does. Before moving into consulting, Alison was the Director of Restaurant and Bars for Australasia and Japan at InterContinental Hotels, where she grew to lead all new hotel openings, refurbishments and conversions across the region. Her expertise is in managing all facets of opening for venues, and through periods of transition - from identifying the core opportunity and objectives through to building and leading high-performance teams. The guests experience is never far from Alison’s mind and her keen eye for detail means that nothing is missed. Alison is passionate about the return of awareness of provenance of food, how it’s procured and how the producer is treated and sustainability and community engagement are always high on her agenda.

Our Partners.

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Lets have a chin wag...

We’re always excited to hear about new projects so don’t be shy. Lets find a time to catch up and bring life to your story, we’ll pop the kettle on.